Now WPP, Daily Mail and Snapchat form new content marketing outfit Truffle Pig

unnamed-1More content kerfuffle from Cannes: this time it’s WPP (which has just announced a music tie-up with British producer Alex da Kid) partnering with the Daily Mail and Snapchat to launch Truffle Pig, described as a a “joint content marketing venture combining the best of global agency, newsroom and social media talent.”

Sounds rather like Havas’ tie-up with NewsCred but let them explain.

WPP’s Sir Martin Sorrell (now introduced on WPP releases as ‘founder and CEO,’ in case anyone had forgotten he invented WPP) says: “In a digital world overflowing with content, consumers crave quality. A next-generation company, Truffle Pig combines the best in media, content and user experience to satisfy people’s appetite for great storytelling – and inspire brand engagement, loyalty and sales.”

Daily Mail North America CEO Jon Steinberg, who will join the Board of Truffle Pig, says: “A truffle pig finds the rare and tasty. With the need for story-driven marketing on our sites and those of other media companies, and new ad formats like Snapchat, brands need a truffle pig. We are excited to work with the world’s leading brands, their media agencies, and all digital platforms to bring a unique take on digital marketing.”

Snapchat CEO Evan Spiegel says “It’s been an amazing experience to work with the Daily Mail on their Discover channel and innovate alongside them. We couldn’t ask for a better opportunity than to partner with Daily Mail and WPP to create the best mobile video content.”

Truffle Pig says it will use, Elite Daily and Snapchat as “test beds for original concepts in story-driven marketing…its content and services will extend to any digital properties the client brands wish to market on. Truffle Pig will work closely with Snapchat to create best of breed ‘3V’ (vertical video view) ads on Snapchat.”

Alexander Jutkowitz from Group SJR is Truffle Pig’s CEO. Truffle Pig will launch in the US with HQ in New York and also use Snapchat’s 3V video production space in Los Angeles.

So does all this mean a lot or not very much? Another rabbit pulled from the Cannes hat to divert the hordes on La Croisette?

Snapchat’s Spiegel probably hits the nail on head with his reference to “mobile video content.” Ads are migrating to mobile like there’s no tomorrow but there’s precious little evidence that mobile users have much time for them, personalised or not.

All this stuff about “newsrooms” and “story-driven marketing” really means the search for more engaging mobile content.

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